How to set up a Google Analytics 4 (GA4) account and property correctly, including defining the time zone and currency.

The proper method for connecting the GA4 tracking code (Google Tag) to your website's header, a process that works for WordPress and HTML sites, similar to installing a Facebook Pixel.

How to confirm your ads are effectively driving traffic by monitoring the Active Users in the Real-Time Overview section.

How to assess traffic quality and user behavior using the Engagement Rate, with the knowledge that anything above 60% indicates high-quality traffic.

How to confirm a conversion has occurred in real-time by checking for an Active User on the designated Thank You Page URL.

The essential monitoring practices for a media buyer, which involves constantly checking the Real-Time pages and overview to react quickly to unusual declines in traffic or conversion.

How to extract demographic data, specifically by checking the Town and City (e.g., Lagos, Port Harcourt, Abuja) where most traffic originates, which can be used to refine ad copy.

An understanding of traffic fluctuations, including the fact that traffic is typically high between 4:00 PM and 7:00 PM WAT.

How to track traffic from various sources, as the same setup can be used for ads run on TikTok or other platforms.

Knowledge of the proper structure for the account, where the Account Name acts as a Business Manager, and different websites (Properties) are tracked under it.

The knowledge that Google Analytics data takes approximately 48 hours to start appearing on the dashboard.